Business 14 www.aftermarketonline.net SEPTEMBER 2025 Best of British icon slips into overdrive John Shepherd talks to Duckhams global CEO, Mike Bewsey, who said the famous brand is in pole position to make new business inroads into the aftermarket These are exciting times for Duckhams Oils, which was given a major boost earlier this year when UK entrepreneur and business leader, Zuber Issa, invested an undisclosed amount in the brand. Issa, who co-led the multi-billionpound acquisition of Asda in 2021, said he aimed to help the brand expand into new markets and sectors, driving cutting-edge R&D to meet the evolving demands of modern engines. When I caught up with global CEO Mike Bewsey recently, it was clear that the brand with a 125-year plus pedigree was still going places and setting its sights on reaching new heights. As an indication of the brand’s fresh impetus, Bewsey was at Automechanika in Birmingham in June and keen to talk about how Duckhams had returned to what he termed ‘direct sales’ after more than 20 years. Duckhams has not been at that particular event before, but Bewsey said it was an important signal to the aftermarket and wider automotive sector. “This is in effect a rebirth for Duckhams by going into direct sales,” he said. “We were not selling direct, instead everything was licensed previously. “But now it’s not just selling, it’s supporting. Finding the right distributors, the right workshops and talking to workshops so we better understand their needs.” The iconic yellow branding acted like a beacon at the Birmingham show — with the stand featuring Duckhams’ signature “hamburger” logo, as Bewsey dubbed it. “The marketing guys hate it when I call it that, but brand consistency is important and retaining key visual identity elements like that are important.” In addition, brand recognition helps mechanics upsell product because they and their customers know they are working with a tried and trusted brand. Even leaving a bottle of the magic Duckhams formula in the car as topup oil for a customer can enhance confidence and retail/trade crossover recognition, Bewsey said. And lubricants is a serious business, which is why Bewsey said Duckhams is Mike Bewsey (left) and Zuber Issa: ‘Duckhams has immense potential for growth’
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